The word intelligence has a dual meaning. It can signal information gathering (think Central Intelligence Agency); however, it also means the ability to learn and understand.
When it comes to social intelligence – the concept of turning social media data into actionable marketing and business strategy – it straddles both definitions.
Here are some marketing tips to help you use social intelligence for your small business.
Learn from the Social Media Intelligence You Gather
The power behind social media is that your customers openly share data that can drive improvements to your business strategy – but only if you put that intelligence to good use. This requires you to monitor, collect, analyze, and utilize the insights you gain, in order to:
- Manage your brand and reputation
- Provide stellar customer service
- Develop new products and services
- Improve current products and services
- Identify marketing trends
In the post, “Money Can’t Buy Social Media Love, But it Should Buy Competitive Intelligence,” writer Jason Falls suggests that, “Winning at social means constantly creating and optimizing the right content for the right audience, at the right time and on the right channels.”
Apply What You Learn from Social Media Intelligence
Social media has created a marketing environment where businesses of all sizes and types can compete on a much more level playing field, according to Falls. It’s no longer about the size of your pocket book, but the size of your fan base – and cultivating those fans is what will drive your success.
To do that, businesses must…
1) Track what competitors are doing on social media.
Know when they post, how often they respond to comments, and what their fans say. It’s about maximizing your social media presence. You want to be the leader, not follow the leader. “That’s not just social media management, that’s competitive social media intelligence.”
2) Determine which posts drive customer engagement.
It’s all about knowing when and what to post on which platform. Consumers are looking for engaging content. Study what others – especially competitors, big and small – do and then do it better.
3) Combine social media with other marketing campaigns.
Don’t forego other marketing endeavors for the sake of social media, instead marry them.
For instance, use a blogging campaign that targets a specific keyword along with a social media campaign to support it.
Using social intelligence for your small business can provide significant insights to help direct your marketing strategy – but only if you take the time to use the data available.